Through Boom Entertainment investment, Golden Nugget Online Gaming will receive exclusive content and market access to Ohio

Boom Entertainment Teams Up With Golden Nugget, On Similar Terms To Last Week’s Deal With Rush Street Interactive

Online bettors will be humming along to the hip hop classic Boom Shakalaka all over again. That’s because it’s the legal name of Boom Entertainment, a company that’s in the news for the second time in just one week. The second verse is much the same as the first, involving a notable deal with a major US online gambling operator.

Founded in 2015 and incorporated shortly thereafter, “Boom Shakalaka” has been doing business in the gaming space under various names. Now going by the Boom Entertainment moniker, the New York-based game developer and tech provider announced today a deal with Golden Nugget Online Gaming (GNOG). The announcement mirrors the deal it announced with Rush Street Interactive (RSI) less than a week ago on Aug. 11.

Both operators made minority investments in Boom. In return, Boom will provide each of them with games and technology. There’s a market access element to each deal as well, through land-based casino companies which also have relationships with Boom. For GNOG, this means a way into Ohio. In RSI’s case, the market access component covered Louisiana, Mississippi and New Mexico. All these states have only sports betting for the moment, but the deals will extend to iGaming if that becomes possible.

In the short term, RSI may be hoping those new products and tech will help it get off the ground in a new state. On Aug. 12, the Connecticut Lottery Corporation (CLC) revealed RSI as its choice for mobile sportsbook partner once online wagering launches in the Nutmeg State.

It’s similarly interesting timing for GNOG, as it recently accepted a takeover bid.

GNOG, Boom partner at a pivotal time for both

On Aug. 9, DraftKings announced its plans to acquire GNOG in an all-shares deal worth $1.6 billion.

Through that transaction, DraftKings will gain data on the millions of US online casino players who use GNOG’s iGaming products. The acquisition will help DraftKings gain a larger foothold in the online casino market. Although DraftKings Casino is already a big name in that vertical, the company is still better known for its online sportsbook and daily fantasy sports platforms.

Similarly, Boom is mainly identifiable to “3 million U.S. sports fans playing Boom products over the past two years,” as its announcement today read. Boom, formerly known as Boom Sports and Boom Fantasy, is most easily linked to its flagship product, NBC Sports Predictor.

However, Boom’s leaders have decided to go big into the real-money casino game market.

Boom said today:

“The company, which is led by a team that has built some of the most successful casino games of the past decade, will launch its [remote gaming server] and first wave of real-money casino games for casino operators in the coming months.”

About that name, Boom Shakalaka

Like its name, Boom is moving and shaking.

However, Murphy revealed to a sports publisher that the company pays homage to older roots.

As a term, “Boom Shakalaka” most famously dates back to the 1969 tune by Sly and the Family Stone. Decades after “I Want to Take You Higher” made the utterance commonplace, the words entered a different slot in popular culture. In the ’90s, “Boom Shakalaka” became associated with the NBA Jam arcade game.

(Full disclosure: This reporter played “Boom Shack-A-Lack” from the Dumb and Dumber soundtrack on repeat while writing this article.)

- Heather Fletcher is the lead writer with OnlinePokerReport. She's a career journalist, with bylines in The New York Times, Adweek and other publications. Reach her at [email protected]
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